Answer:
D) All of the above
- a. So they won't take research results at face value
- b. So they will know how to ask the right questions about the research
- c. So they can determine the validity of the results
Explanation:
Marketing research is defined as the process of collecting, analyzing and interpreting information that can be used to develop, implement and monitor a company's marketing plan.
Imagine if a manager received a study, he/she cannot take for granted that the study was well developed, carried out and the results were interpreted correctly. The manager must know how to evaluate if the parameters of a research are correct or if the results are valid or not.
